Page 123 - European Cruise Traveller Duty & Tax Free Retail
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Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.3.1.3 LACK OF ATTRACTIVE PROMOTIONS
A lack of attractive
promotions being considered
by a quarter of shoppers as a
leading barrier to making a
purchase further illustrates the
importance of positive value perceptions among European cruise travellers.
Store operators should look to provide a traditional range of promotional mechanics on various product lines, such as multi-buy discounts, GWPs, and price discounts on single items to drive perceptions of value. However, this should be supported with more specialist promotional activities.
For example, on-board operators could incorporate ‘Discount Days’ where selected of items have a 10% discount for example. This could also be conducted on a brand or category level, such as offering discounts on Beauty items on one day and then Confectionery items the next. In terms of on-land stores, operators could also look at time sensitive promotional periods, such as ‘Last Chance’ offers with discounts available for those re-boarding within a set timeframe.
Table 27: Lack of Attractive Promotions: Proposed Actions
Proposed Actions
Compliment traditional, on-going promotional strategies with specialist activity:
On-board operators to introduce both store wide and category specific
‘Discount Days’
On-land operators to offer time sensitive promotions
Ensure strong communication of promotional activity via signage, flyers and direct staff contact
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